A new study reported in Ad Age finds a growing dissatisfaction with advertising agencies amongst  marketers.  One of the main reasons, cited by MarketingVOX, is the lack of accountability.  "According to Ad Age, a measly 21 percent of clients would recommend their agencies' services to others. However, the report also found a whopping 76 percent of marketers had no way to determine their ROI from their lead agencies– 69 percent said ROI is too difficult to measure."

It's for this reason, that we're starting to see a trend of agencies partnering with technology providers to help add that extra element to campaigns.  It's one thing to come up with brilliant creative, it's another to show how your campaigns impact the bottomline.  Technology, like click to call, can help do just that.